The AI Communication Trap: Why Insurance Underwriters Risk Losing Agent Trust

How new research reveals the hidden dangers of over-relying on AI in professional relationships

In today’s insurance industry, artificial intelligence has become as common as morning coffee. From underwriting automation to claims processing, AI tools are revolutionizing how we work. But new research from the University of Florida reveals a troubling paradox that could be quietly damaging one of the industry’s most critical relationships: the partnership between underwriters and their agents.

The Professional Polish Paradox

A comprehensive study of over 1,100 professionals has uncovered what researchers call a “perception gap” in AI-assisted workplace communications. While AI-assisted writing was generally seen as efficient, effective, and professional, the study found that heavy reliance on AI can actually undermine trust between supervisors and their teams.

For insurance professionals, this finding should be a wake-up call. The relationship between underwriters and agents is built on trust, expertise, and personal connection. When underwriters lean too heavily on AI for communications, they may inadvertently signal that they’re detached from the partnership that drives mutual success.

The Trust Metrics That Matter

The research revealed stark differences in how recipients perceived communications based on AI usage levels:

• Only 40% to 52% of employees viewed supervisors as sincere when they used high levels of AI, compared to 83% for low-assistance messages
• While 95% found low-AI supervisor messages professional, this dropped to 69-73% when supervisors relied heavily on AI tools

In insurance terms, this means agents can often detect when their underwriting partners are using AI extensively—and they interpret it as a lack of genuine engagement with their business.

High-Risk Communications for Insurance Professionals

The study identified specific types of messages where AI assistance backfires. According to the research, “relationship-oriented messages requiring empathy, praise, congratulations, motivation or personal feedback are better handled with minimal technological intervention.”

For underwriters, this translates directly to several critical communication scenarios:

Messages That Require the Human Touch:

• Congratulating agents on hitting production milestones
• Providing motivational support during challenging market conditions
• Offering personal feedback on submission quality or relationship performance
• Responding empathetically when agents face difficult claims or client losses
• Welcoming new agents to your book of business
• Addressing agent concerns or complaints

The Double Standard in Professional Communications

Perhaps most revealing, the research found that “professionals view their own AI use leniently, yet they are more skeptical of the same levels of assistance when used by supervisors.” This suggests that while agents may freely use AI in their own communications to underwriters, they’re simultaneously hypersensitive to signs that their underwriting partners are doing the same.

This asymmetry reflects the power dynamics inherent in the underwriter-agent relationship. Agents depend on underwriters for capacity, pricing, and support. When underwriters appear to outsource their communications to AI, it can feel like a devaluation of the partnership.

Strategic AI Use: Finding the Balance

The research doesn’t suggest abandoning AI entirely. Instead, it points toward strategic implementation:

Appropriate AI Applications:

• Routine policy updates and procedural announcements
• Meeting scheduling and calendar coordination
• Technical documentation and compliance guidelines
• Standard acknowledgment responses for submissions

Trust-Critical Communications That Need the Human Touch:

• Strategic market discussions
• Performance coaching conversations
• Relationship-building interactions
• Empathetic responses to challenges

The Competitive Advantage of Authentic Communication

As AI tools become ubiquitous in insurance, authentic human communication may actually become a competitive differentiator. Underwriters who maintain genuine, personal connections with their agent partners—while using AI strategically for routine tasks—may find themselves with stronger, more loyal distribution networks.

The message is clear: AI can make us more efficient, but it cannot replace the trust and personal connection that drive successful insurance partnerships. As the industry continues to evolve, the winners will be those who master the art of combining technological efficiency with authentic relationship building.

Learn More

This analysis is based on research conducted by Anthony Coman, Ph.D., from the University of Florida’s Warrington College of Business, and Peter Cardon, Ph.D., from the University of Southern California. Their study, “Professionalism and Trustworthiness in AI-Assisted Workplace Writing: The Benefits and Drawbacks of Writing With AI,” was published in the International Journal of Business Communication.

Sources:

• Original research summary – ScienceDaily
• Full study – International Journal of Business Communication

What are your thoughts on AI communication in professional relationships? Have you noticed changes in how your business partners communicate since AI tools became widespread? Share your experiences in the comments below.

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